If you have been to a concert or a movie theater, you are familiar with the concept of surround sound. But what if you could take that experience and use it to create a full-on immersive, 3D audio experience through your ads? All of a sudden, sounds are diffused, mimicking the way a human would experience them in real life. This concept is at the heart of 3D audio.
At its most basic, it’s a technology that allows sound to be put in a three-dimensional space. This is usually done by recording audio directly from a mannequin head with recording microphones in both ears. In doing so, we are left with a sound that we can listen to all around us - just as if we were in the heart of the action.
Regarding advertising, 3D audio provides an innovative method to engage clients and create one-of-a-kind experiences that have the potential to leave a lasting impression. Brands can transport customers’ minds to wherever they want and build emotional connections with the ultimate goal of leaving a deeper, more meaningful impression about their brand.
And that’s not all! 3D audio is such a great strategy for the visually impaired. The innovation company AKQA developed a unique technology called Action Audio to improve the experience of visually-challenged people. It debuted at the Australian Open tennis tournament in 2021. The technique converts the tournament’s line-calling system data into a 3D sound design, allowing spectators to follow a game by listening to the sound. It was such a great campaign that it won the Silver Lion at Cannes back in 2021.
The technology was brought back for the Australian Open in 2022. And AKQA didn’t stop there - as they are now investigating the prospect of expanding the technology beyond its initial usage to other sports. Soon enough, everybody will be able to experience a sports match just by listening to the audio.
We’re going back to the movies with this one. 3D technology was such a cutting-edge technology when it was introduced. The first Avatar movie was the first one to deliver 3D images in such a context - and since then, nothing has been the same!
By utilizing innovative techniques, 3D displays convey a sense of depth, providing viewers with a sense of immersion and realism unavailable to regular flat screens and billboards. In the context of advertising, 3D billboards are used to produce striking graphics that captivate the attention of the viewers - people simply stop on the street to watch something that at first seems unreal
Several companies saw the possibilities, and you can find every one of them online if you didn’t have the chance to see them in person. From Nike to Vodafone and Coca-Cola, 3D billboards are creating the future of street advertising. Take Navar, South Korea’s largest search portal, for example. They took advantage of the technology and, in early 2022, debuted a memorable campaign. At CEOX Plaza in Seoul, they released an advertising display that employed 3D technology to present the famous K-POP group, BTS, in the form of a webtoon (digital comic).
The ad begins with three members of the group, RM, jHOPE, and Jung-Kook, waving to the audience from what looks like a giant real-life box of glass. Their hands proceed to touch the supposed glass walls, and it looks like they can jump from the ad straight into the street. Right after pushing a hand through something that looks like a portal, they vanish one by one into an unknown world.
The campaign was created to promote the webtoon concept and give the viewers the impression that they could interact with their favorite members of the group! Leaving people with a feeling of “awe”, everybody loved it - that’s what we mean by the future of advertising.
One thing’s certain. 3D billboards and sounds are going to be increasingly used, as successful implementations from various brands can be seen across the globe. We have grown tired of the traditional ways of advertising. If we see ads every time we surf the internet or walk through a city, advertisers might as well make it a memorable experience.
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